Marketing & communication

Marketing & Communication

These days the trade association is in constant connection with its members and external target groups. A professional marketing and communication strategy is of major importance, in order to reach them in the various different stages of the ‘member journey’. By responding to the challenges and trends our industries and their members are familiar with, using relevant content and via the right channels. This includes themes such as sustainability, ageing, consolidation, innovation and digitisation.

What are our target group’s our members’ needs, what do they expect from their trade association or society in this significantly changing market? We have all the required in-house knowledge to optimally advise your trade association and to provide support with your marketing and communication. Both offline and online.

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Association blog

Evert Smit, Afera President: “Everyone is looking for knowledge in a changing world”

Dr. Evert Smit, 58, is President of Afera, the European Adhesive Tape Association. Since 2015, he has lived with his wife and 2 sons, 17 and 13, in Germany. Who is this change-maker and inspiring leader? We set up an interview to get to know him a...

50 Golden Years. Memories from 5 decades of FINAT – Lejeune partnership

This summer, during 2019, it is exactly 50 years since the infant association FINAT contracted ‘Bureau Le Jeune’, as it was then called, as its permanent office.

‘Wishing you a lot of staff’

‘Say goodbye to HR headaches for good’ is the number one reason for associations to hire an association management company rather than setting up their own office. The American Association Management Company institute (AMCI) has researched this topic. A survey among clients of association management companies resulted in this number 1 and 9 other insights mentioned in the top 10 below.

Related projects

Communications essential for successful events

At FINAT, the worldwide association for the label industry, the social media channels, the website and the content for blogs is being managed and maintained by our community manager. By creating a communications plan around a congress, the various target groups are being informed periodically and receive custom information on the event. This structured way of working is also implemented at other international associations such as RadTech Europe.

Afera Marketing focus for 2019-2020

Afera’s Marketing Committee (MKC) is composed of marketing and industry specialists with the mission to grow the tape market for all companies in the European adhesive tape value chain, including commodity and specialty tape manufacturers. What’s new I would like to consider 2019 as a new start: new values and new ways of doing things within the Association. As we laid out in our Steering Committee strategy session this year, we should challenge ourselves to raise the bar for ambition, quality and excellence. In addition to a sharper vision and mission, we have identified activities that contribute to our overarching objective: making the tape business future-proof.

Optimisation of online communication streams

With all the online traffic it is vital that organisations make sure they are heard on this communication channel. End-users eagerly looking for answers to their questions are often unsuccessful in finding the scarce information on various industries online. Lejeune helps its trade associations to optimise their online communication media.